Case study: turning ads off at night turned a loss into profit

Case study: turning ads off at night turned a loss into profit

New to scheduling? Here is a case where doing less earned more. A beginner ran a sweepstakes offer 24 hours a day and spent $70 over one week. They got 48 leads at $1.40 each, so $67.20 earned. A small loss of $2.80.

Then they looked at the hours, using their tracker. The picture was clear:
— 8am to 11pm: 44 of the 48 leads came from here
— Midnight to 7am: only 4 leads, but those hours still cost about $22 of the $70

The late-night hours were spending money on clicks that almost never converted. This is where dayparting helps (dayparting = choosing which hours of the day your ads run).

They set the ads to run only 8am to 11pm and spent the same $70.

Result:
— Money was no longer wasted at night, so it bought more daytime clicks
— 71 leads at $1.40 = $99.40 earned
— Result: +$29.40, up from a loss

Same offer, same total budget, same creatives. The only change was switching off the dead hours.

The lesson: not every hour performs the same. Cut the hours that only burn money.

Next step: in your tracker, look at leads by hour for one week, then pause the 2-3 worst hours.